good for you, good for the planet

— In 2017, Barilla celebrated its 140 birthday. From its origins as a small shop in the centre of Parma,
four different generations of our family have led the company, instilling in it the passion and the
values that are at the heart of the way we do business, represented today by the maxim “Good for You, Good for the Planet”.

Guido, Luca e Paolo Barillapresent the Pavilion

We want to be able to share this way of doing business and we want to do it starting from the place
where it all started: Parma, situated in the heart of the Italian Food Valley and famous the world
over for its rich history and food culture.

The world we live in may be an increasingly virtual one, but in telling our story and talking about our
vision for the future, we want to leave behind something tangible for the generations to come.
To do this, we are going to need the help of the best talent the architectural world has to offer.

The Parma area has always given us a great deal and now we want to be able to give something back.

The Barilla Pavilion will be a resource for the local community, embodying the values of the Barilla
Group. But it will also represent a significant resource for the Food Valley and for the future of the
city of Parma, as well as for the visitors who come here from all over the world in search of a
unique experience, combining gastronomy, history, art and culture. Already, each year, more than fifty
thousand people - schools, families, institutions, associations, customers visit our production site,
situated just outside Parma, in Pedrignano. But we aim to do more.

—we are going to need the help of the best talent the architectural world has to offer

Our goal is to open up the site to residents, families, young people, 365 days a year, to tell Barilla’s
story and speak about its ties with the Parma area, giving everybody the chance to find out the
story behind the brands they know and love, such as Barilla, Mulino Bianco, Harrys, Pavesi, Wasa, Misko and Voiello.

Culture, Education and Respect are just some of the fundamental values for the future of the planet.
Adapting a well-known Oriental saying we could claim: “If you are planning for a year, sow wheat;
if you are planning for a decade, plant trees; if you are planning for a lifetime, educate people”.

With the Barilla Pavilion we want to inspire people, giving them a new, realistic vision of the world
of food and, at the same time, a virtuous perspective that contributes to plan a better and sustainable future.

We are enthusiastic about the idea of inviting visitors into our home and helping them to find out
more about our food, our production chains, and our gastronomical traditions and local delicacies.

We envisage dedicating a significant amount of space to culture, exhibiting art works from our family’s
collection, as well as historical and advertising material. And we feel genuinely excited about
the prospect of engaging with our visitors through educational and cultural events and involving
them in participatory research and development activities that will help us to shape the future of this company.
In a nutshell, we would love to become our Company one of the main point of references at global
level for everything related to the virtuous nutrition along the whole supply chain, from the field to the table.
Thanks to the activities that will be hosted by our new Pavilion we want to plan, experiment (and fail),
conscious that we can really learn only by following this path.
Help us to turn this dream into a reality and give visitors to our beautiful country one more reason
to come and see the Italian Food Valley.